Hugo Boss Is Giving the Swimsuit a Whole New Meaning

At the forefront of men's tailoring, Hugo Boss suits are truly a thing to behold. Thanks to its innovative designs and techniques, the brand has remained not just relevant but a must-have staple that meets the needs of the modern gentleman.

So it comes as no surprise that the luxury label would launch The Washable Suit — their first line of machine-washable jackets and pants. Never compromising on the brand's sharp look and quality textiles, the unlined jacket and reduced internal structure of the pieces are what guarantee the collection's comfort and washability. Moreover, the designers have ensured the utmost versatility by allowing the jackets and pants to be paired freely, available in three different wool-based fabrics.

The Washable Suit isn't the first of its kind — it follows the cue of brands like Perry Ellis and Zegna — Boss made sure to stand out from the rest when it came to the advertising campaign. To mark the launch, Boss enlisted the help of Olympic gold medallist swimmer, Joseph Schooling, which proved to be a match made in campaign heaven. "[Schooling] was chosen for his determination, ambition and drive to succeed," according to a press release. He also looks damn good in a suit, we might add.   

It's not often that we get to see clothes truly being put to the test in campaigns, but evidently, Hugo Boss is determined to show just how tough fashion can be. And while the idea of putting clothes through the ringer (literally) might not always be the best idea, campaigns like these do open up exciting prospects for other areas within the fashion industry, too. Could waterproof couture be next?